在多模态隐喻和转喻理论视阈下,文章对四川白酒(下称川酒)外宣平面广告和视频广告植入四川饮食文化这一主题提出建议,以期为川酒广告创作提供语言学研究新视角。将川菜和火锅等代表性的四川饮食文化元素融进川酒外宣广告,经过多模态隐...在多模态隐喻和转喻理论视阈下,文章对四川白酒(下称川酒)外宣平面广告和视频广告植入四川饮食文化这一主题提出建议,以期为川酒广告创作提供语言学研究新视角。将川菜和火锅等代表性的四川饮食文化元素融进川酒外宣广告,经过多模态隐喻和转喻的认知加工和解读后,有助于凸显川酒的口感特色,激发海外消费者对川酒的品尝欲,助力川酒品牌的高质量发展及川酒文化的国际化传播。Within the framework of multimodal metaphor and metonymy, this paper puts forward suggestions on incorporating Sichuan food culture in the print and video ads of Baijiu produced in Sichuan (hereinafter referred to as Sichuan Baijiu) for international promotion, aiming to provide a new and linguistic perspective for the creation of Sichuan Baijiu advertisements for international promotion. The integration of representative food cultures, such as Sichuan cuisine and hot pot, into Sichuan Baijiu advertisements, through the cognitive processing and interpretation of multimodal metaphors and metonymies, does help highlight the flavor of Sichuan Baijiu, stimulate the taste desire of international consumers towards it, as well as assist in the high-quality development of Sichuan Baijiu brands and the international dissemination of its culture.展开更多
文章以多模态隐喻与转喻为视角,对泸州老窖的一则视频广告做出认知分析,旨在探究白酒视频广告的语篇意义及其正面形象的建构问题。语言学中多模态的研究成果应用在广告分析之中,有助于拓展概念隐喻的研究范围,揭示概念隐喻的思维本质,...文章以多模态隐喻与转喻为视角,对泸州老窖的一则视频广告做出认知分析,旨在探究白酒视频广告的语篇意义及其正面形象的建构问题。语言学中多模态的研究成果应用在广告分析之中,有助于拓展概念隐喻的研究范围,揭示概念隐喻的思维本质,同时也对产品的广告设计和营销策略给出了有价值的语言学参考。From the perspective of multimodal metaphor and metonymy, this paper conducts a cognitive analysis of a video advertisement of Luzhou Laojiao, exploring the textual meaning of Baijiu video advertisement and the construction of its positive image. The application of multimodal research findings in advertising analysis helps to expand the research scope and reveal the essence of conceptual metaphors, thereby providing valuable linguistic references for product advertising design and marketing strategies.展开更多
文摘在多模态隐喻和转喻理论视阈下,文章对四川白酒(下称川酒)外宣平面广告和视频广告植入四川饮食文化这一主题提出建议,以期为川酒广告创作提供语言学研究新视角。将川菜和火锅等代表性的四川饮食文化元素融进川酒外宣广告,经过多模态隐喻和转喻的认知加工和解读后,有助于凸显川酒的口感特色,激发海外消费者对川酒的品尝欲,助力川酒品牌的高质量发展及川酒文化的国际化传播。Within the framework of multimodal metaphor and metonymy, this paper puts forward suggestions on incorporating Sichuan food culture in the print and video ads of Baijiu produced in Sichuan (hereinafter referred to as Sichuan Baijiu) for international promotion, aiming to provide a new and linguistic perspective for the creation of Sichuan Baijiu advertisements for international promotion. The integration of representative food cultures, such as Sichuan cuisine and hot pot, into Sichuan Baijiu advertisements, through the cognitive processing and interpretation of multimodal metaphors and metonymies, does help highlight the flavor of Sichuan Baijiu, stimulate the taste desire of international consumers towards it, as well as assist in the high-quality development of Sichuan Baijiu brands and the international dissemination of its culture.
文摘文章以多模态隐喻与转喻为视角,对泸州老窖的一则视频广告做出认知分析,旨在探究白酒视频广告的语篇意义及其正面形象的建构问题。语言学中多模态的研究成果应用在广告分析之中,有助于拓展概念隐喻的研究范围,揭示概念隐喻的思维本质,同时也对产品的广告设计和营销策略给出了有价值的语言学参考。From the perspective of multimodal metaphor and metonymy, this paper conducts a cognitive analysis of a video advertisement of Luzhou Laojiao, exploring the textual meaning of Baijiu video advertisement and the construction of its positive image. The application of multimodal research findings in advertising analysis helps to expand the research scope and reveal the essence of conceptual metaphors, thereby providing valuable linguistic references for product advertising design and marketing strategies.
